The New York Times’ arrival on TikTok may signal that even our most august media institutions understand the craze. “TikTok is a place where a lot of people are getting their news, whether you want them to or not,” says video journalist Dave Jorgenson.
measly 464 at the time of his tweet. “I was just poking fun, but I do view it as a gentle, friendly rivalry,” Jorgenson told me. “I was really excited they actually got on. I’m excited to see what thewhich is to say that when the paper of record does something, it tends to feel like a moment. And so the’ arrival on TikTok felt, to me at least, like a moment of recognition that even our most august media institutions need to be on an app crawling with lip-synched videos and bite-size comedy bits.
Publishers are still smarting from Facebook nuking the news algorithm. Twitter’s been a mess ever sincetook over. Instagram’s still sorting through its pivot to video, and anyway, it’s not as addictive as TikTok, which has proven particularly adept at sending users down any number of eyeball-frying digital rabbit holes. The other thing TikTok has going for it is that it’s growing at an insane rate.
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